Nearly everything about the business world looks different today than it did last year. Priorities have shifted, workers are remote or hybrid, and budgets have been reallocated, so your marketing strategy needs to change, too. Enter the importance of account-based marketing (ABM). If you’ve never heard of it, here’s a breakdown of everything you need to know about ABM and why you should start using it now.
What Is Account Based Marketing?
ABM is a highly focused growth strategy that involves collaboration between sales and marketing. Rather than using limited resources to market to a long list of potential customers, sales and marketing teams will identify high-value accounts for which to create more personalized buying experiences.
This process helps you get to the point of engaging your most important prospects much faster. If done right, ABM results in both increased ROI and greater customer loyalty.
ABM vs Traditional Marketing
Traditional marketing relies on casting a wide net. You build campaigns to attract as many leads as possible, hoping that a portion of them will convert over time. While this approach can work in some scenarios, it often results in wasted budget, low-quality leads, and misalignment between marketing and sales.
Account-based marketing flips that model on its head. Instead of marketing to the masses, ABM focuses on a select group of high-value accounts, those that are most likely to convert and bring long-term value. It’s about quality over quantity.
In ABM, every touchpoint is personalized. Marketing and sales work together to craft messaging and content that speaks directly to the challenges and goals of each target account. That tight alignment not only improves efficiency but also drives better ROI and stronger relationships.
If your team is tired of chasing cold leads or struggling to show real results, ABM offers a more focused, strategic path forward.
How To Build An ABM Strategy
A successful ABM program starts with internal alignment. Sales and marketing must be on the same page, not just in strategy, but in execution. Everyone involved should understand the shared goals, responsibilities, and the importance of a personalized, account-focused approach.
Here’s how to get started:
Identify Your High-Value Target Accounts
Start by defining the accounts that offer the highest potential return. These are the companies most likely to benefit from your solution, and most likely to deliver value back to your business. Use your ideal customer profile (ICP) as a guide, looking at firmographics like company size, industry, and current tech stack.
Research Their Needs & Pain Points
A list of target accounts is just the starting point. To create content that resonates, you’ll need a deeper understanding of what each account is dealing with. Look into:
Their current pain points:
- What solutions they’re already using
- Gaps or frustrations with those solutions
- This insight will guide everything from your messaging to your content formats.
Segment & Prioritize Your Account List
While ABM is built on personalization, most campaigns aren’t 100% one-to-one. To scale your efforts, segment your account list into tiers based on shared traits, like company size, region, or vertical. This allows you to templatize outreach and allocate your resources where they’ll have the most impact.
Create Tailored Marketing Campaigns
This is where everything comes together. Use what you’ve learned during research to build campaigns that speak directly to the priorities and challenges of each segment, or even each individual account. Your messaging should go far beyond simply dropping in a name; it should show a real understanding of the business and why your solution fits.
ABM Marketing Tactics
Personalized Email Campaigns
ABM starts with getting personal. Email campaigns are customized for each account, focusing on their specific pain points, industry context, and decision-maker roles. These aren’t generic nurture emails, they’re strategic messages designed to resonate and drive engagement.
Targeted LinkedIn Advertising
Your ideal buyers are already on LinkedIn, ABM makes sure your message reaches them. Run account-specific ad campaigns that speak directly to their business needs, showcase relevant content, and keep your brand top-of-mind throughout the buying process.
Custom Landing Pages For Key Accounts
When a high-value account clicks through, you want them to land on a page that feels like it was built just for them. ABM uses dedicated landing pages that include tailored messaging, industry-specific case studies, and solutions aligned to their challenges.
Strategic Direct Mail & Gifting
Sometimes a tangible touch makes all the difference. Whether it's a handwritten note, a personalized gift, or a high-value mailer, direct mail can help you stand out and create meaningful offline connections that open the door for deeper conversations.
Marketing & Sales Coordination
ABM only works when sales and marketing are fully in sync. That means regular alignment meetings, shared goals, and joint execution of campaigns. When both teams are working from the same playbook, your outreach is consistent, timely, and far more effective.
Key Benefits Of ABM Marketing
Higher ROI With Targeted Outreach
When your marketing and sales efforts are focused only on high-value accounts, your budget goes further. Instead of spending resources on a wide audience with mixed results, you invest in accounts that are more likely to convert, leading to better performance and measurable returns.
Shorter, More Efficient Sales Cycles
ABM speeds up the sales process by removing guesswork. With tailored messaging and focused campaigns, decision-makers get exactly what they need to move forward, without the usual back-and-forth. That means faster progress through the funnel and shorter time-to-close.
Stronger Alignment Between Sales & Marketing
One of ABM’s biggest strengths is how it unites your sales and marketing teams. Both sides work together from the start, sharing data, strategy, and goals. This alignment reduces friction, increases efficiency, and makes every campaign more effective.
Personalized Experiences That Drive Engagement
When you create messaging that speaks directly to a company’s unique challenges, people notice. ABM lets you tailor every touchpoint, emails, content, ads, to make each account feel like the only one you’re speaking to. That level of personalization builds trust and drives action.
Long-Term Account Relationships
ABM isn’t about quick wins, it’s about building lasting connections. By showing real understanding and relevance from the beginning, you lay the groundwork for ongoing relationships, future upsells, and long-term customer loyalty.
Smarter Use Of Time & Budget
ABM helps your team focus on what works. Instead of chasing unqualified leads, you concentrate on fewer, better opportunities. That means less wasted time, a more focused pipeline, and better use of your internal resources.
ABM (Account Based Marketing) FAQs
What Does ABM Stand For In Marketing?
ABM stands for Account-Based Marketing. It’s a B2B strategy where sales and marketing teams work together to target high-value accounts with personalized outreach and messaging.
Is ABM Suitable For Small Businesses?
Yes, ABM can be scaled to fit smaller companies. Even targeting just 5–10 key accounts with personalized campaigns can deliver strong ROI without requiring large budgets.
What Tools Do I Need For ABM?
You don’t need a huge tech stack to get started. A CRM, marketing automation tool, and platforms like LinkedIn are often enough to begin executing ABM campaigns.
How Long Does It Take To See Results With ABM?
While results vary, many organizations see early wins within the first 3–6 months as relationships strengthen and deals progress faster.
Why ABM Is The Future Of B2B Marketing
Properly executed ABM streamlines the sales cycle, creates better ROI on your marketing efforts, and ultimately helps you grow your business through account relationships. When you deliver highly customized experiences to each of your key accounts, your relevance as a resource increases at those organizations – leading to long-term relationships and even more sales.
No company can afford to waste time, energy, or marketing budget on random targets in the current business environment. The collaborative nature of ABM keeps your sales and marketing teams aligned and increases the efficiency of your sales process. Focusing on high-value accounts and providing personalized experiences ensures you’re spending your marketing dollars on targets that are more likely actually to buy what you’re selling.
If ABM is new to you, have no fear – Mojenta is no stranger to this highly effective marketing strategy. We’re here for you if you are looking to leverage ABM at your business. Get in touch with us today, and we’ll help you implement a more innovative strategy that will ensure your success in today’s market.
